Competitive advantage with mass customisation

Mass Customisation is used to describe the strategy of a firm to deliver customised products to consumers at the price of mass-produced items (Chase, 1995) and is an important strategic step for companies to differentiate their products in the intense market competition.

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Bibliographic Details
Main Author: Yap, Siew Eng.
Other Authors: Kam, Booi Chung
Format: Theses and Dissertations
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/5460
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Institution: Nanyang Technological University
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